DISCUSSION 2 1
Discussion 2: Culture
Author Note
Brittney Flinchum Tilson.
I have no known conflict of interest to disclose.
Correspondence concerning this article should be addressed to
Brittney Tilson. Email: bflinchum@liberty.edu
Culture
DISCUSSION 2 2
According to Mothersbaugh & Hawkins (2020), culture “is the complex whole that
includes knowledge, belief, art, law, morals, customs, and any other capabilities and habits
acquired by humans as members of society” (p. 40). Culture includes most influences over
people’s choices and ways of thinking (Mothersbaugh & Hawkins, 2020). Culture is learned and
creates boundaries for people and how they think and act (Mothersbaugh & Hawkins, 2020).
Culture is perpetuated by families and media, providing the foundation for which lifestyles are
built (Mothersbaugh & Hawkins, 2020).
Causadias (2020) argues that while culture is often fuzzy or difficult to define,
understanding culture is imperative to research practices. Causadias (2020) defines culture “as a
system of people, places, and practices, for a purpose such as enacting, justifying, or challenging
power” (para.4). He goes on to say that culture is impossible to separate from the components
that define it (Causadias, 2020). Causadias’ definition of culture argues that culture is not the
product of one individual’s beliefs, one place, or one tradition, but a product of collective people,
places, and practices (Causadias, 2020).
Mothersbaugh & Hawkins (2020) give the example of Mattel’s “House of Barbie”
opened in Shanghai (2020). Although the six-story store had a spa, runway, cafe, and the world’s
biggest selection of Barbie dolls, customers were far from excited (Mothersbaugh & Hawkins,
2020). Customers found the name “Ling” and too sexy Barbie were not accepted well in the
Shanghai culture (Mothersbaugh & Hawkins, 2020). Mothersbaugh & Hawkins (2020) claim
that the culture in China prefers cute toys rather than sexy. This example of Mattel’s failed
understanding of culture, exemplifies the importance of culture research before marketing or
selling products.
“Culture Sets Boundaries on Behaviors”
DISCUSSION 2 3
The statement “culture sets boundaries on behaviors” because cultural values “affirm
what is desirable” (Mothersbaugh & Hawkins, 2020). Understanding a culture’s values will give
insight into how consumers make decisions (Mothersbaugh & Hawkins, 2020). Cultural values
are split into three relationship categories: other-oriented values, environment-oriented values,
and self-oriented values (Mothersbaugh & Hawkins, 2020). These values are imperative for
marketers to research and understand, so they are conscious of their consumers (Mothersbaugh &
Hawkins, 2020).
Culture also form norms and violations of those norms result in sanctions (Mothersbaugh
& Hawkins, 2020). These norms are not formally written, but learned through actions and
nonverbal communications (Mothersbaugh & Hawkins, 2020). Norms become the nature of the
culture, and people do not have to consciously seek to follow them (Mothersbaugh & Hawkins,
2020). Mothersbaugh & Hawkins (2020) give the example of how closely we stand next to
someone else. The normal distance is not communicated directly, nor taught, but it is understood
and adhered too, varying by culture (Mothersbaugh & Hawkins, 2020).
As Christians we are taught that we are all one in Christ (New International Version,
2011, Galatians 3:28). Those who believe and receive Christ are one in Him (New International
Version, 2011, Colossians 3:11). Although we are all one in Christ, the Bible does acknowledge
the different cultures joined in Him: Jew, Greek, slave, free, barbarian, Scythian (New
International Version, 2011, Galatians 3:28, Colossians 3:11).
Relationship
Other-oriented values depict the culture’s outlook of individuals and groups
(Mothersbaugh & Hawkins, 2020). Are individual activities or community activities more
important? The relationship dichotomies of age and youth, extended or limited family, masculine
DISCUSSION 2 4
and feminine, and competitive or cooperative fall within the other-oriented values
(Mothersbaugh & Hawkins, 2020).
Mothersbaugh & Hawkins (2020) give the example of extended family versus limited
family. Some cultures normalize generational families, but this is less important to the United
States culture (Mothersbaugh & Hawkins, 2020). It is crucial for marketers to understand the role
of family in cultures within the target market and adapt marketing efforts according to those
cultural norms (Mothersbaugh & Hawkins, 2020).
References
Causadias, J. (2020) What is culture? Systems of people, places, and practices. Applied
Developmental Science, 24(4), 310-322, DOI: 10.1080/10888691.2020.1789360
Mothersbaugh, D. L., & Hawkins, D. I. (2020). Consumer behavior: Building marketing
DISCUSSION 2 5
strategy (Fourteenth Edition). McGraw-Hill Education.
New International Version. (2011). BibleGateway.com. http://www.biblegateway.com/versions/
New-International-Version-NIV-Bible/#booklist
Replies
You must then post 2 replies of at least 450 words by 11:59 p.m. (ET) on Sunday of the
assigned module. For each thread, you must support your assertions with at least 2 scholarly
citations in the current APA format. Any sources cited must have been published within the last
five years. You must include 1 biblical reference in addition to the 2 peer-reviewed sources for
each thread and reply.
Kerri,
The definition you provided for culture is insightful. The ideas that value influence
culture and that culture is not something taught but learned are important to understanding
culture and its influence on consumer behavior. I wrote about those in my response to the
questions as well. Mothersbaugh & Hawkins (2020) stressed the significance of culture being
learned and perpetuated by sanctions when norms are deviated from. Sanctions could be
anything from being labeled as weird to being arrested depending on the severity of deviation of
the norm. The verse you included from Genesis connects well with the study of culture. God’s
command to multiply and grow nations comes with the promise of blessing. It is important to
keep in mind that we are all one in Him regardless of culture (New International Version, 2011,
Colossians 3:11).
The example you gave of asking questions related to cultural boundaries is interesting. It
DISCUSSION 2 6
is a norm that I have never realized, yet I know that people would perceive asking too many
questions upon meeting someone as rude. It is interesting that in other cultures, asking questions
would be a normal way to greet someone and get to know them. Social norms help form the
ways we interact with people verbally and nonverbally face-to-face but also through social
networks (Gupta et. al., 2018). According to the research of Gupta et. al. (2018), “cultural
differences across countries will likely affect individuals’ perceived appropriateness of social
network behaviors” (para. 1). They go on to say that these differences may lead to
misunderstandings of individuals and organizations (Gupta et. al., 2018).
The 2012 Dr. Pepper advertisement you gave as an example of showing other-oriented
values is interesting. The one of a kind t-shirt would be better perceived by cultures that value
individualism (Mothersbaugh & Hawkins, 2020). Other countries that value collectivism might
not find the add to be different and one of a kind as appealing (Mothersbaugh & Hawkins, 2020).
The differences of values in individualism and collectivism was also exemplified in culture’s
compliance with COVID-19 policies (Chen et. al., 2021). According to Chen et. al. (2021),
cultures in Western Europe and North America tend to be more “individualistic, less conformist
and obedient” (para. 1). Cultures that value collectivism were more likely to follow varying
policies to help stop the spread of the virus (Chen et. al., 2021). However, in cultures that value
individualism, where the emphasis is on freedom and making one’s own choices, government
interventions were harder (Chen et. al., 2021). Not only do cultural values play an active role in
marketing efforts, but in successful government policy implementation as well (Chen et. al.,
2021). They also argue that economic factors had a large role in compliance to mandates (Chen
et. al., 2021).
DISCUSSION 2 7
References
Chen, C., Frey, C. B., Presidente, G. (2021). Culture and contagion: Individualism and
compliance with COVID-19 policy. Journal of Economic Behavior & Organization,
Volume 190, Pages 191-200, ISSN 0167-2681, https://doi.org/10.1016/j.jebo.2021.07.026
Gupta, M., Uz, I., Esmaeilzadeh, P., Noboa, F., Mahrous, A. A., Kim, E., Miranda, G.,
Tennant, V. M., Chung, S., Azam, A., Peters, A., Iraj, H., Bautista, V. B., Kulikova, I.
(2018). Do cultural norms affect social network behavior inappropriateness? A global
study. Journal of Business Research, Volume 85, Pages 10-22, ISSN 0148-2963,
https://doi.org/10.1016/j.jbusres.2017. 12.006
Mothersbaugh, D. L., & Hawkins, D. I. (2020). Consumer behavior: Building marketing
strategy (Fourteenth Edition). McGraw-Hill Education.
New International Version. (2011). BibleGateway.com. http://www.biblegateway.com/versions/
New-International-Version-NIV-Bible/#booklist
Amanda,
I enjoyed reading your post. The definition you provided for culture was insightful. The
connection you made to culture and marketers stressed the importance of understanding cultures
before attempting to market products or services to them, which Mothersbaugh & Hawkins
DISCUSSION 2 8
(2020) stated was imperative. Marketers have to understand the culture’s norms and values
before marketing efforts because they could offend people instead of appealing to them
(Mothersbaugh & Hawkins, 2020). Although the United States is one country, there are varying
cultures and norms within the United States culture in different geographies such as the South,
North, and Mid-West.
I also used the Mothersbaugh & Hawkins (2020) example of Matel’s failed store in
Shanghai in my post. Matel failed to understand the culture it was marketing to (Mothersbaugh
& Hawkins, 2020). Instead of researching and understanding culture and norms in Shanghai,
Matel kept the barbie’s figure that was perceived as too sexy (Mothersbaugh & Hawkins, 2020).
The Brick by brick; Lego v Barbie in China article in The Economist (2019), they compare the
sale of Legos and Barbie in China. The findings are interesting because Lego surpassed Alpha
Group, which was the local “giant” and leading toy company (Brick by brick; Lego v Barbie in
China, The Economist, 2019). Lego surpassed Matel in 2014 as the world’s largest toymaker,
with most of it’s growth coming from China (Brick by brick; Lego v Barbie in China, The
Economist, 2019). 98% of parents in China thing playing is essential for a child’s development,
which is more than in America (Brick by brick; Lego v Barbie in China, The Economist, 2019).
Lego launched sets only for China that incorporated Chinese culture, including a Chinese New
Year’s Eve dinner kit, a dragon boat race (Brick by brick; Lego v Barbie in China, The
Economist, 2019). The difference between Lego and Matel in the Chinese market is Lego
researched and appealed to Chinese culture (Brick by brick; Lego v Barbie in China, The
Economist, 2019).
Your section on environment-oriented values is insightful. The example you gave of the
United States values of cleanliness made me realize the industries that are built around this value.
DISCUSSION 2 9
Firms incorporate sustainable practices in order to market to consumers who value the
environment (Mothersbaugh & Hawkins, 2020). Genesis 2:15 says “The Lord God took the man
and put him in the Garden of Eden to work it and take care of it” (New International Version,
2011). This verse shows the importance of man taking care of the Earth, since God put us here to
take care of it, all things belong to Him and we should be good stewards of His creation.
References
Brick by brick; Lego v Barbie in China. (2019, July 27). The Economist, 432(9153), 56(US).
https://link.gale.com/apps/doc/A594463858/BIC?u=vic_liberty&sid=summon&xid=6a89d850
Mothersbaugh, D. L., & Hawkins, D. I. (2020). Consumer behavior: Building
marketing strategy (Fourteenth Edition). McGraw-Hill Education.
New International Version. (2011). BibleGateway.com. http://www.biblegateway.com/versions/
New-International-Version-NIV-Bible/#booklist
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